Public Relations Manager Michelle Begnoche said Pure Michigan chooses to sponsor it each year because the race not only benefits local businesses but the state as a whole. She said the race brings in about $6 million statewide. Along with advertisements at the track, Pure Michigan commercials will also run on ESPN during the event.

“We participate because the past few years we’ve been looking to expand our campaign nationally,” she said.

Begnoche said a lot of NASCAR fans also enjoy camping, hunting and other outdoor activities, so Michigan appeals to many of them.

While online registration to enter to win the pace car has ended, fans at the track can submit their name at the Pure Michigan tent at MIS. A random drawing will determine the winner and will be announced Sunday.

During an interview in June, Begnoche said the Pure Michigan campaign brings in about $400 million per year. She said it has continued to grow year after year as they expand advertising efforts.

“The race offers us a tremendous opportunity to get the word out about our campaign and reach nationwide audiences,” she said.